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IKEA “Playin' with My Friends” 2013

IKEA “Playin' with My Friends” (2013) is an IKEA commercial directed by Dougal Wilson for Mother, produced by Blink. It won 5 awards, including Cannes Lions 2013 Film Gold, British Arrows 2013 Gold — Retail and Campaign Top 10 TV and Cinema Ads of 2012 #9.

A diverse group of children and adults, some in playful costumes, gather around a long dining table in a bright, modern home, laughing and raising their arms in celebration.

Video: Blink on Vimeo

Frames

  1. A diverse group of children and adults, some in playful costumes, gather around a long dining table in a bright, modern home, laughing and raising their arms in celebration.© IKEA0:00
  2. IKEA “Playin' with My Friends”, shot 1© IKEA0:07
  3. IKEA “Playin' with My Friends”, shot 1© IKEA0:14
  4. IKEA “Playin' with My Friends”, shot 1© IKEA0:21
  5. IKEA “Playin' with My Friends”, shot 1© IKEA0:28
  6. IKEA “Playin' with My Friends”, shot 1© IKEA0:35
  7. IKEA “Playin' with My Friends”, shot 1© IKEA0:42
  8. The IKEA logo and text "GET EVERYONE TOGETHER THIS PARTY SEASON" and "IKEA.co.uk" are displayed on a white background.© IKEA0:56

Stills © IKEA. Made by Mother, Blink and Dougal Wilson.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Imagination brings everyone together for a festive, playful gathering.

Tagline: “GET EVERYONE TOGETHER THIS PARTY SEASON”

kids in adult rolesimaginary friends come to lifecostumes and dress-upfestive gatheringplayful chaosdiverse group

The cut

Length
60 s
One take
56 s in a single shot

What creatives use IKEA “Playin' with My Friends” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of IKEA “Playin' with My Friends”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A diverse group of children and adults, some in playful costumes, gather around a long dining table in a bright, modern home, laughing and raising their arms in celebration.© IKEAIKEA “Playin' with My Friends”, 0:07© IKEAIKEA “Playin' with My Friends”, 0:14© IKEAIKEA “Playin' with My Friends”, 0:21© IKEA
    Frames from IKEA “Playin' with My Friends”

  2. 02How a one-take commercial is built

    56 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    A diverse group of children and adults, some in playful costumes, gather around a long dining table in a bright, modern home, laughing and raising their arms in celebration.© IKEAIKEA “Playin' with My Friends”, 0:07© IKEAIKEA “Playin' with My Friends”, 0:14© IKEAIKEA “Playin' with My Friends”, 0:21© IKEAIKEA “Playin' with My Friends”, 0:28© IKEAIKEA “Playin' with My Friends”, 0:35© IKEA
    Length: 60 s · One take: 56 s in a single shot

  3. 03Ad ideas: every spot built on a festive gathering

    Before you present an idea, you need to know who has done it, and how.

    IKEA “Playin' with My Friends” is built on a festive gathering. Search the library by idea to see every spot that uses it.

    Bevilles “Along for the Ride”© BevillesSuperValu “Christmas Three”© SuperValuPrada “Holiday 24”© PradaIceland “That's Why Santa Goes to Iceland Party Season”© Iceland
    Bevilles · SuperValu · Prada · Iceland

More commercials by Dougal Wilson

  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • John Lewis "Monty's Christmas" (2015) commercial still© John LewisJohn Lewis “Monty's Christmas” 2015Dir. Dougal Wilson · adam&eve\TBWACannes Lions Grand Prix 2015
  • Channel 4 "Educating Yorkshire - School's Back" (2026) commercial still© Channel 4Channel 4 “Educating Yorkshire - School's Back” 2026Dir. Dougal Wilson · 4creativeCreative Circle Gold 2026
  • AT&T "Train" (2019) commercial still© AT&TAT&T “Train” 2019Dir. Dougal Wilson · BBDOKinsale Sharks Gold 2019
  • Apple "Unlock" (2019) commercial still© AppleApple “Unlock” 2019Dir. Dougal Wilson · AppleCiclope Gold 2018
  • adam&eve\TBWA/John Lewis & Parters, Waitrose & Partners "Bohemian Rhapsody" (2018) commercial still© adam&eve\TBWA/John Lewis & Parters, Waitrose & Partnersadam&eve\TBWA/John Lewis & Parters, Waitrose & Partners “Bohemian Rhapsody” 2018Dir. Dougal WilsonEpica Gold 2018

More from Mother

Award-winning home commercials

Questions

Who directed the IKEA “Playin' with My Friends” commercial?

Dougal Wilson directed it, produced by Blink, for the agency Mother.

Which agency made IKEA “Playin' with My Friends”?

Mother created it for IKEA (2013).

What awards did IKEA “Playin' with My Friends” win?

5 awards, including Cannes Lions 2013 Film Gold, Cannes Lions 2013 Film Gold (Retail Stores), Cannes Lions 2013 Film Silver and British Arrows 2013 Gold — Retail.

What is the tagline of IKEA “Playin' with My Friends”?

“GET EVERYONE TOGETHER THIS PARTY SEASON”

Sources for the credits and awards

The WorkThe Workbritisharrows.comThe WorkThe Workweb.archive.org